Previous scholarship has provided ample evidence that non-spatial considerations can trump voters’ policy preferences in candidate selections. The literature has been less successful, however, in providing a sense of the factors that raise candidates’ non-policy appeal. Faced with the challenging task of separating policy and non-policy aspects of individual vote choices, empirical research has frequently relied on shorthand measures like candidate incumbency. This paper separates the valence component from policy-based candidate selections by explicitly supplying voters with information on the policy agreement between themselves and their district candidates. Relying on the distinction between campaign valence and character valence by Stone and Simas, it is shown that candidate valence is driven by candidate visibility in a party-dominated political system.